mml - 2012 - dot mobi presentation

Making your Mobile Strategy Work in the Real World

Mobile Marketing Live, 2012

Ronan Cremin, CTO dotMobi

@xbsWednesday 10 October 12

Wednesday 10 October 12

State of Mobile


1024 x 768 +

keyboard+

mouse=

A4of the web


Web renaissance engendered by device diversity

1990 2007 20122000

dark ages of the webmonoweb

age of enlightenmentpolyweb


2002

mind the gap

portable capable


2012

mobile = spectrum of device types


Physical screen size

Input methods

Viewing distance

Physical context

Pixel dimensions

Tablet Desktop TVMobile

176 x 220 to

800 x 1280

600 x 800to

2048 x 1536

800 x 600to

2560 x 1600

1280 x 720to

1980 x 1080

0.3m 0.5m 0.7m 3m

Contexts, interfaces, input methods

Mobile Tablet Desktop TV


55% of American adults access the web via their phones

Up from 31% in 2009

31% of mobile internet users go online mostly via their phones

Many sites seeing 20% to 30% mobile tra c

friendly increasing number of users

80%

6%

15%

Web Tra�c Sources

Smart phones Tablets Desktops


Web tra c sources evolution

5%8%

5%

2%

10%

40%

30%

DesktopsPhones / tabletsTVsCarsE-readersGames consolesSet-top boxes


A new web landscapeExplosion in device diversity just getting started

Mobile web tra c is increasing rapidly

device they use to access your site, they do

c & opportunity

??


?Working in the New

Landscape


Mobile web, new mediumNew thinking is required

Mobile web uses HTTP, HTML, CSS and JavaScript, just like the web we know

But it is e�ectively a new medium , and should be treated as such

This new medium runs on a vast array of devices, sizes shapes

New interfaces & sensors: touch, accelerometer, camera, gyro, compass

New contexts: outdoors, on the move, standing, supine

176 x 220 to

800 x 1280

0.3m


Good experiences are native, not converted

Good experiences are native to the medium

Good experiences acknowledge and harness their container

Retro-t our desktop

web to the new devices

The best way to cope with the changes is to cater for

devices


The device is the canvasIn this renaissance of the web, the device is the

phone to TV

this is no longer a valid assumption for the artist

The paint is still HTML, CSS and JavaScript, the protocol is still HTTP ..but the techniques have to change


The new web is de ned by the devices that constitute it

Embracing the device is best way to ensure a good UX

Craft experiences to suit the

Be aware of its features, harness them

Know its limitations, work around them

How can we achieve this?

makes calls

big screen

touch screen

makes calls

big screen

touch screen

makes calls

big screen

touch screen


Device detection is best-of-breed tool


Server-side device detection is only way to get useful device statistics from sites

Used by Omniture, Google Analytics, Webtrends, IBM CoreMetrics etc.

Important to inform marketing decisions

Opera/9.80 (Android; Opera Mini/6.5.26571/26.1305; U; pl) Presto/2.8.119 Version/10.54Mozilla/4.0 (compatible; MSIE 6.0; Windows NT) ::ELNSB50::000061100320025802a00111000000000507000900000000|OriginalIP:193.105.210.89Mozilla/5.0 (Windows; U; fr-FR) AppleWebKit/523+ (KHTML, like Gecko) AdobeAIR/1.1Ericsson R380 v0.0 (compatible; YOSPACE SmartPhone Emulator Website Edition 1.10)Mozilla/5.0 (compatible; MSIE 9.0; AOL 9.7; AOLBuild 4343.19; Windows NT 6.1; Trident/5.0)|OriginalIP:108.112.132.131Mozilla/4.0 (compatible; MSIE 6.0; Symbian OS; Nokia 5320/3.0546.2.3; 1657) Opera 8.60 [en]SIE-C3I/2.0 UP/4.1.9 UP.Browser/4.1.9-XXXXMozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; {DB258E51-CD23-D046-8027-065117959629}; SV1; .NET CLR 1.1.4322)|OriginalIP:208.80.194.71Opera/9.80 (BREW; Opera Mini/6.143/26.1305; U; id) Presto/2.8.119 Version/10.54Mozilla/5.0 (compatible; MJ12bot/v1.4.0; http://www.majestic12.co.uk/bot.php?+)|OriginalIP:94.179.71.147iBrowser/Mini2.2 (Maui)Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; BTRS25141; GTB7.2; .NET CLR 2.0.50727; .NET CLR 3.0.4506.2152; .NET CLR 3.5.30729)Mozilla/5.0 (X11; U; Linux armv7l; en-US) AppleWebKit/533.4 (KHTML, like Gecko) Chrome/5.0.369.2 Safari/533.4Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; 966906974703; feed/7.3.00289)Mozilla/5.0 (compatible; NerdByNature.Bot; http://www.nerdbynature.net/bot)|OriginalIP:188.40.103.9Mozilla/5.0 (Windows; U; Windows NT 5.1; en-us; rv:1.8.1) Gecko/20061010 Firefox/2.0Opera/9.80 (J2ME/MIDP; Opera Mini/4.1.13572/26.1305; U; ru) Presto/2.8.119 Version/10.54Opera/9.30 (Nintendo Wii; U; ; 3642; fr)Opera/9.80 (J2ME/MIDP; Opera Mini/4.4.28002/26.1305; U; en) Presto/2.8.119 Version/10.54Wget/1.12 (linux-gnu)|OriginalIP:74.112.131.201Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; TheFreeDictionary.com; .NET CLR 1.1.4322; .NET CLR 1.0.3705; .NET CLR 2.0.50727)|OriginalIP:91.207.8.26Nguy?n L??ng UNTRUSTED/1.0Mozilla/5.0 (Linux; U; Android 2.2.1; en-us; NOOK BNRV200 Build/ERD79) Apple WebKit/533.1 (KHTML, like Gecko) Version/4.0 Mobile Safari/533.1|OriginalIP:76.180.215.234Opera/9.80 (Series 60; Opera Mini/6.24323/26.1305; U; en) Presto/2.8.119 Version/10.541Opera/9.80 (J2ME/MIDP; Opera Mini/4.2.16320/26.1305; U; en) Presto/2.8.119 Version/10.54Wget/1.10.2|OriginalIP:216.183.81.221Mozilla/4.0 (compatible :: MSIE 7.0 :: Windows NT 5.1 :: GTB6.3 :: .NET CLR 2.0.50727 :: .NET CLR 3.0.04506.30 :: .NET CLR 3.0.4506.2152 :: .NET CLR 3.5.30729)|OriginalIP:66.118.218.86Mozilla/5.0 (Windows; U; es_ES) AppleWebKit/530.19.2 (KHTML, like Gecko) Dreamweaver/11.0.0.4909 Version/4.0.2 Safari/530.19.2SGH-Z140 SHP/VPP/R5 SMB3.1 SMM-MMS/1.2.0 profile/MIDP-2.0 configuration/CLDC-1.1Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; BTRS127398; BOIE8;ENUS)Opera/9.80 (Series 60; Opera Mini/6.1.25580/26.1305; U; tr) Presto/2.8.119 Version/10.54Mozilla/4.0 (compatible; MSIE 7.4; Windows NT 5.1; .NET CLR 2.3.86804)Mozilla/4.0 (compatible; MSIE 7.2; Windows NT 5.1; .NET CLR 2.0.82821)Mozilla/5.0 (Series40; Nokia3120classic/10.00; Profile/MIDP-2.1 Configuration/CLDC-1.1) Gecko/20100401 S40OviBrowser/1.8.0.50.5Opera/9.80 (J2ME/MIDP; Opera Mini/4.2.21628/26.1305; U; es) Presto/2.8.119 Version/10.54AppEngine-Google; (+http://code.google.com/appengine; appid: pyread)|OriginalIP:209.85.224.93AppEngine-Google; (+http://code.google.com/appengine; appid: pyread)|OriginalIP:209.85.224.88sam335[TF268435459606237430000000016412330640] UP.Browser/6.2.3.8 (GUI) MMP/2.0Wednesday 10 October 12

Opera/9.80 (Android; Opera Mini/6.5.26571/26.1305; U; pl) Presto/2.8.119 Version/10.54Mozilla/4.0 (compatible; MSIE 6.0; Windows NT) ::ELNSB50::000061100320025802a00111000000000507000900000000|OriginalIP:193.105.210.89Mozilla/5.0 (Windows; U; fr-FR) AppleWebKit/523+ (KHTML, like Gecko) AdobeAIR/1.1Ericsson R380 v0.0 (compatible; YOSPACE SmartPhone Emulator Website Edition 1.10)Mozilla/5.0 (compatible; MSIE 9.0; AOL 9.7; AOLBuild 4343.19; Windows NT 6.1; Trident/5.0)|OriginalIP:108.112.132.131Mozilla/4.0 (compatible; MSIE 6.0; Symbian OS; Nokia 5320/3.0546.2.3; 1657) Opera 8.60 [en]

Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; {DB258E51-CD23-D046-8027-065117959629}; SV1; .NET CLR 1.1.4322)|OriginalIP:208.80.194.71Opera/9.80 (BREW; Opera Mini/6.143/26.1305; U; id) Presto/2.8.119 Version/10.54

http://www.majestic12.co.uk/bot.php?+)|OriginalIP:94.179.71.147

Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; BTRS25141; GTB7.2; .NET CLR 2.0.50727; .NET CLR 3.0.4506.2152; .NET CLR 3.5.30729)Mozilla/5.0 (X11; U; Linux armv7l; en-US) AppleWebKit/533.4 (KHTML, like Gecko) Chrome/5.0.369.2 Safari/533.4Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; 966906974703; feed/7.3.00289)

http://www.nerdbynature.net/bot)|OriginalIP:188.40.103.9Mozilla/5.0 (Windows; U; Windows NT 5.1; en-us; rv:1.8.1) Gecko/20061010 Firefox/2.0Opera/9.80 (J2ME/MIDP; Opera Mini/4.1.13572/26.1305; U; ru) Presto/2.8.119 Version/10.54

Opera/9.80 (J2ME/MIDP; Opera Mini/4.4.28002/26.1305; U; en) Presto/2.8.119 Version/10.54

Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; TheFreeDictionary.com; .NET CLR 1.1.4322; .NET CLR 1.0.3705; .NET CLR 2.0.50727)|OriginalIP:91.207.8.26

Mozilla/5.0 (Linux; U; Android 2.2.1; en-us; NOOK BNRV200 Build/ERD79) Apple WebKit/533.1 (KHTML, like Gecko) Version/4.0 Mobile Safari/533.1|OriginalIP:76.180.215.234Opera/9.80 (Series 60; Opera Mini/6.24323/26.1305; U; en) Presto/2.8.119 Version/10.541Opera/9.80 (J2ME/MIDP; Opera Mini/4.2.16320/26.1305; U; en) Presto/2.8.119 Version/10.54

Mozilla/4.0 (compatible :: MSIE 7.0 :: Windows NT 5.1 :: GTB6.3 :: .NET CLR 2.0.50727 :: .NET CLR 3.0.04506.30 :: .NET CLR 3.0.4506.2152 :: .NET CLR 3.5.30729)

Mozilla/5.0 (Windows; U; es_ES) AppleWebKit/530.19.2 (KHTML, like Gecko) Dreamweaver/11.0.0.4909 Version/4.0.2 Safari/530.19.2SGH-Z140 SHP/VPP/R5 SMB3.1 SMM-MMS/1.2.0 profile/MIDP-2.0 configuration/CLDC-1.1Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; BTRS127398; BOIE8;ENUS)Opera/9.80 (Series 60; Opera Mini/6.1.25580/26.1305; U; tr) Presto/2.8.119 Version/10.54Mozilla/4.0 (compatible; MSIE 7.4; Windows NT 5.1; .NET CLR 2.3.86804)Mozilla/4.0 (compatible; MSIE 7.2; Windows NT 5.1; .NET CLR 2.0.82821)Mozilla/5.0 (Series40; Nokia3120classic/10.00; Profile/MIDP-2.1 Configuration/CLDC-1.1) Gecko/20100401 S40OviBrowser/1.8.0.50.5Opera/9.80 (J2ME/MIDP; Opera Mini/4.2.21628/26.1305; U; es) Presto/2.8.119 Version/10.54AppEngine-Google; (+http://code.google.com/appengine; appid: pyread)|OriginalIP:209.85.224.93AppEngine-Google; (+http://code.google.com/appengine; appid: pyread)|OriginalIP:209.85.224.88sam335[TF268435459606237430000000016412330640] UP.Browser/6.2.3.8 (GUI) MMP/2.0

Use the best tools availableIn this new web landscape you need all of the help you can get

Device detection is a very powerful tool

Users pick the device, not

missing important facts


Wrap up


Landscape changes

Macro-level changes are happening on the web, a web renaissance is beginning

Every indication that device diversity will

the beginning

The multi-device web experience is becoming a di erentiating factor for brands


New approaches & tools

knowledge of the canvas, the device

Embrace all of the tools in the tool box

same mistake

One essential tool is device detection


Mobile gives the web wings - Mary Meeker


http://deviceatlas.com/futureofthemobileweb

http://deviceatlas.com /

Ronan Cremin rcremin@a lias.info @xbs

http://gomobi.info /


mml - 2012 - dot mobi presentation

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